articles

A Guide to Paid Search Advertising
Paid search allows advertisers to place text ads on any of the search engines available today, such as Google, Yahoo!, Ask.com, and Live.com. Searching remains the number one activity on the web. Therefore, adding paid search to the online campaign increases visibility and traffic to the advertised content and decreases the chance that customers will go to a competitor’s web property.

Ten Important Guidelines For Companies Using Interactive Marketing Communications
Companies using interactive marketing tools are communicating directly with customers and prospects. These companies are attempting to generate responses, and in some cases actual orders, directly from those customers and prospects...

Nine Essential Considerations For Companies Implementing E-Commerce
There is a tendency for companies to want to rush to get an e-commerce Web site up and running so they can “cash in on the Internet riches.” This is the wrong approach and may cause more harm than good...

Six Ways to Improve Your Web Site and Increase Traffic
Consumers can be very savvy and discerning when it comes to choosing a product or service. Thanks in part to its vast scope and easy access, consumers are increasingly looking to the Internet to help them formulate decisions on everything from which vitamin to take to which doctor to see...

Database Marketing: Inquiry Fulfillment Tips
Many companies use their print and broadcast advertising to generate inquiries from interested prospects via mail, telephone (regular or 800 number), fax, e-mail or Web site. However, most inquiry fulfillment programs fail to make effective use of resources...

Developing Successful Database Marketing Communications
The message (creative) often receives the majority of attention. People will often focus on the copy and graphics, and ignore the audience and offer aspects of the communications...

The Worst in Database Marketing
Database marketing is a very powerful approach to marketing. With a good customer or prospect database, a company has the ability to serve those people better than ever. Communications can be developed to better meet the interests and needs of people and can be delivered more cost effectively...

Marketing Budget Cuts?
While an unlimited marketing budget seems like the answer to many, there are ways to market your brand economically without letting it fade into obscurity. Hard times make it necessary to outsmart your competition when you can’t outspend them...